The Art of Strategic Listening

For years, I’ve emphasized that the most overlooked marketing strategy is listening. When you listen first, you connect in ways beyond complex social media campaigns—it’s human. It’s a conversation, an introduction.

This week, let’s explore where to listen, who might be in your perfect audience, and how to turn information into intelligence through strategic listening.

What is a Visibility Strategy?

Throughout these newsletters, I’ll be referencing visibility strategies, they are all about being seen in a way that truly reflects who you are and speaks to your perfect audience. It’s not just about content or social media; it’s more foundational. It’s an undercurrent of understanding your audience. Where they hang out, what they care about, their connections, and showing up ready to help, instead of being everywhere, focus on the right spaces and conversations. Align your presence with your values and goals, ensuring what you say resonates and builds lasting connections.

Think of it as the art of being genuine. This ‘listening’ practice will keep you above the noise online and is much more fun.

Understanding Your Perfect Audience

Aside from knowing your own story, understanding your audience is key:

• What do they care about?
• What are their core values?
• Where do they spend time?
• Who influences them?
• What challenges do they face?
• What solutions do they seek?
• What needs remain unrecognized?

Remember: What you notice grows. Pay attention to points of connection.

Next, Branch Out and Build a Curated Audience

Your audience is more than potential clients—it’s about intentionally expanding your reach. This isn’t about scaling bigger; it’s about going narrower and deeper.

Considerations:

• Build relationships first; sales follow if aligned.
• Engage with their audiences through comments and interactions.
• Opportunities may arise that are more valuable than sales alone.
• Avoid spamming; consider how you feel on the receiving end.

Your curated audience can include:

Strategic Listening: Finding Your Audience

The good news and bad news? Your perfect curated audience is everywhere. As Seth Godin says, “When you try to talk to everyone, you are actually talking to no one.” The key is identifying who is your “no one.”

Start With Who You Know:

• Observe your existing social media connections
• Notice what they’re saying, sharing, and engaging with
• Pay attention to their preferred platforms and active times
• Listen for authentic voices vs. canned content

Pro Tip: I built the Real 50 over 50 community entirely through people I already know and through introductions. Now there are layers of reciprocal introductions happening daily.

Expand Beyond Social:

• Industry forums and events
• Professional associations
• Virtual and local gatherings
• Blogs and newsletters
• Day-to-day interactions

Build Your Media Intelligence:

• Track podcasts they listen to or appear on
• Note relevant media outlets and events
• Follow authors they read
• Monitor discussion topics and themes

Pro Tip: As you gather this intelligence, your media, content, and visibility plans build themselves. The podcasts your audience loves are the ones you should pitch. The topics they discuss inform your content development and are the conversations you should join—with your unique perspective.

Gathering Information

Organize your findings: use a spreadsheet, CRM, or project management tool. Centralized information reveals connections and opportunities, forming the basis of your Visibility Plan.

From Information to Intelligence

The Visibility Plan turns information into intelligence.

• Use Google Trends to spot trends in your area of expertise.
• Identify layered connections for introductions.
• Cultivate relationships to build an intentional network.

Leverage this intelligence to make informed decisions, craft content and PR plans, and align with your audience.

The Benefits: Listening first leads to trust, brand awareness, and authentic connections. It allows you to be where you matter most. You become recognizable and unmistakeable.

The Visibility Plan turns this information into intelligence. As Seth Godin teaches us…

Strategic Listening in Action

I invite you to:

1. Notice where your audience naturally gathers
2. Listen to the language they use
3. Identify what truly excites them
4. Share what you discover in the comments